Sony’s apocalyptic comedy “This Is the End” continues its solid mid-week start, posting $7.8 million on Wednesday, which includes the film’s $2.2 million late-night gross from Tuesday. Pic is on track for a potential high-$30 million upside in five days.
The ensemble laffer, which stars Seth Rogen, Jay Baruchel, Jonah Hill, James Franco, Danny McBride and Craig Robinson, should easily recoup its modest $32 million budget, especially if word-of-mouth builds like it’s expected to with strong reviews and audience exit polls. With a strong media blitz, it’s likely that Sony spent considerable coin marketing the film, however
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Sony begins expanding the film internationally starting next week in the U.K.
There are few domestic comparisons for the mid-week opener. Last year, Paramount bowed “The Dictator” wide on a Wednesday earning $4.2 million (including just $600,000 from midnights, however). That film wound up earning $24.5 million in five days, though word-of-mouth fell flat for the Sacha Baron Cohen comedy. In 2008, Par-DreamWorks’ “Tropic Thunder” bowed mid-week with $6.5 million that led to a $36.8 million five-day domestic start.
“This Is the End” still won’t win the weekend, competing against Warner Bros.’ superhero tentpole “Man of Steel,” which should gross close to $100 million or more.
“Man of Steel” kicked off Wednesday in the Philippines, where it grossed a record-shattering $1.7 million that day — the country’s biggest opening day ever. Warners expands “Man of Steel” in 24 markets this weekend, including South Korea, Mexico and the U.K.
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